Sales of ski and snowboarding holidays from the UK have dropped for a fourth successive winter according to a report from the company that dominates the market, Crystal Ski.
It had been hoped that winter 2011-12 would finally see a return to growth after the rate of decline slowed to around 5% the previous winter from double digit drops immediately after the economic crash, but the double dip recession appears to have out pay to that.
However the rate of decline has dropped further to less than 2% with a total of 894,700 people going skiing, down 16,200 on the previous winter and just over 27% down on the peak 1,227,000 immediately before the economic crash in 2007/8.
France remains the most popular destination for skiers, as it has been for several decades, with 34.6% of the market, but Austria, the former number one, is continuing to regain lost ground, now back up to 27.9% of the market. Andorra and Italy also increased market share while Switzerland, North America and Bulgaria dipped.
Within the overall figures Crystal, who get their data from tour operators' own statistics, Snowsport GB data, CAA published statistics, tourist office figures and travel agency feedback found that the top eight ski operators' market share increased to 86% (up 1%) of the total tour operator market.
The stats also showed the number of people booking packages through tour operators rather than independently continued to grow in terms of market share, slightly, which the report attributes to increasing baggage or passenger costs on no frills airlines and the expansion of 'all inclusive' (or nearly all inclusive) packages from tour operators which have proved very popular in recent years.
Worryingly, the study found the schools and student market showed the biggest fall (by 4.1% to 117,700, down from 122,700) mainly due to the economy as families struggle to pay for their child's first ski experience on a school trip – which has been attributed as being the biggest single source of new skiers according to new YouGov research, commissioned by TUI Travel PLC.
"The ski market has been resilient despite challenging market conditions. Tour operators regained a marginal share of the overall market due to their ability to produce exceptionally good value ski holiday packages," said Simon Cross, Managing Director Crystal Ski,
"In 2011, an increasing number of skiers turned to online channels to research and book their holiday. We expect this trend to continue into the next season and beyond."
The full report is online at: http://mag.digitalpc.co.uk/fvx/crystal/sir2012/